TY  - JOUR
AB  - Purpose– The magazine industry is currently experiencing a period of significant growth, resulting in increased competition in the marketplace. As a consequence of these changes many magazine producers are being forced to look for fresh and innovative ways to attract and retain readers. By broadening our understanding of how brand community relates to the consumption of products such as magazines, this paper aims to highlight the way in which the community concept offers opportunities to further bridge the gap between a product and the needs of the consumer.Design/methodology/approach– The study follows a qualitative approach, using a two‐stage research design consisting of semi‐structured intercept interviews and focus group inquiry.Findings– The research generated a number of findings in regards to magazine loyalty, brand attachment, reader connections, community formation and the use of traditional brand community support tools in the magazine industry context.Research limitations/implications– Overall, magazine consumption is found to be conducive to brand community formation, and a number of recommendations and guidelines for fostering and supporting magazine brand communities can thus be given.Originality/value– This paper extends existing brand community knowledge and current research by investigating the factors driving the formation of brand community in a specific context.
VL  - 27
IS  - 5/6
SN  - 0144-333X
DO  - 10.1108/01443330710757249
UR  - https://doi.org/10.1108/01443330710757249
AU  - Davidson Laura
AU  - McNeill Lisa
AU  - Ferguson Shelagh
PY  - 2007
Y1  - 2007/01/01
TI  - Magazine communities: brand community formation in magazine consumption
T2  - International Journal of Sociology and Social Policy
PB  - Emerald Group Publishing Limited
SP  - 208
EP  - 220
Y2  - 2024/05/07
ER  -